Welcome to our third annual nutraceutical trend analysis for the CPHI Annual Report. This year, we’re focusing on both Europe-wide trends for 2025 and regional differences. In addition to broad trends like increased consumer personalization, we’ll also highlight country-specific developments and regional preferences.

Looking at the market holistically, there are several commonalities, and the overall trend is that consumers are not only looking for products that have a defined health benefit but also new products that help improve the experience of taking a nutraceutical.

For example, the long-term trend of “healthy aging” has shifted from prevention to nutraceuticals that improve quality of life by addressing aging symptoms. Another major change is the maturation of markets for staple products like cod liver oil, prompting brands to innovate with new dose forms, improved experiences like gummies and softgels, and plant-based alternatives for traditional fish oil supplements.

Discussions with our European customers and our R&D team have also highlighted new themes in high-growth segments with unique selling points (USP), driven by advancements in dosing, formulations, and premium ingredients. Key innovations include plant-based alternatives to fish oil supplements and high-dose gummy technologies, which are set to drive revenue growth for forward-thinking brands.

Hydration supplements are gaining momentum, particularly in sports and beauty, as consumers seek functional solutions for performance and skin health.

Diving into Hydration

First, let’s look in-depth at hydration products, which are evolving to meet the needs of active lifestyle consumers by helping replenish the electrolytes lost through sweating during physical activity.

While effervescent tablets are currently popular for this purpose, consumers are seeking new innovations. Gummies containing electrolytes, along with added ingredients like magnesium, are emerging as the next big trend in hydration supplements.

The other key market driver in hydration is that consumers are focused on keeping their skin, the body’s largest organ, well-hydrated with ingredients like hyaluronic acid, collagen, and vitamin C. Significantly, in a market previously dominated by topical delivery, oral formulations offer additional benefits, improving skin elasticity and vitality by reaching the deeper layers of skin. (Topical products only affect the surface layers.)

High-Strength Gummies

High-strength gummies offer unique opportunities for brands. It’s an area that had until recently been limited by existing gummy technology, which faced challenges in flavor profiles and ingredient payloads. Thanks to recent advancements, these limitations are being overcome, creating new possibilities in this space.

With both gummies and high-strength supplements on the rise, the combination has the potential to be the biggest trend of the year. High-strength gummies can provide a new and innovative way to meet Recommended Dietary Allowances (RDAs) for ingredients that previously required multiple doses.

Creatine and Magnesium

For instance, it is now possible to load a gummy with 1.8 grams of creatine, enabling consumers to achieve the recommended 5-gram daily dose with just three gummies. This innovation is creating a premium market not only for individuals incorporating creatine into their fitness and maintenance routines during high-intensity workouts but also for older demographics. These groups, including men and post-menopausal women, often use creatine to preserve muscle mass, a common challenge later in life.

This trend is further supported by a European Food Safety Authority (EFSA) approved claim that “creatine can improve muscle strength in adults over 55 when taken in combination with resistance training.” For these older demographics, a gummy form is incredibly appealing when contrasted with the powder-based delivery that has typically dominated this product class.

It’s not just creatine, as demand for high-strength magnesium products is also part of a wider shift toward supplements that support active aging and the promotion of overall vitality.

Both ingredients are involved in the production and delivery of ATP (adenosine triphosphate) within cells. Magnesium is essential for the production of ATP, while creatine also delivers rapid energy release [for improved exercise performance] while also replenishing ATP quickly. This is especially prevalent in countries with a large aging population. For example, many affluent retired consumers live in Spain, Germany, and Portugal.

Ingredients like Palmitoylethanolamide (PEA), glucosamine, gamma linoleic acid (GLA) and Methylsulfonylmethane (MSM) are all making a resurgence for their role in managing pain, reducing inflammation, and supporting connective tissue.

The big challenge for creatine until very recently was that it had not realistically been viable in gummy form, as no manufacturer had been able to load enough dose for efficacious delivery in a minimum amount of gummies per day.

New Life for Omega-3s

Another emerging category for high-dose gummies focuses on omega-3s. Advances in formulations now allow for products with significantly improved organoleptic properties, completely masking the “fishiness” associated with fish oils. This breakthrough opens new opportunities for omega-3 supplementation in an accessible and palatable format.

Delving deeper, we see some regional trends ahead. Starting first with the Nordic market, here consumers are more conscious of the quality of their supplements, with a strong emphasis on purity and a low tolerance for contaminants. While fish oil supplements are a mature market in the Nordics, there is potential scope for a new disruptive product that breaks through the commodity sales perception.

For example, will 2025 be the year that vegan alternatives and more ethical sources of omega-3s are increasingly sought? Plant-based options like algal oil or omega 3s from plants such as Ahiflower are gaining popularity because they offer an improved taste profile. We expect this to be a continuously growing area throughout 2025.

Economics: A Tale of Two Consumers

In the U.K. market, the main focus for this year is the “cost-of-living crisis” and product affordability. For nutraceutical brands, this creates a two-tier market with mixed consumer attitudes.

On one hand, many major retailers have launched lower-cost “essential” product ranges. On the other, in more prosperous urban areas, we see more innovative formulations aimed at attracting affluent consumers who are looking for novel products.

For example, the U.K. is quick to adopt new trends like mushrooms (lion’s mane) and hemp, which are being used for improved cognitive function, particularly around emotional well-being. Similar to the Nordics, these consumers are willing to pay for additional quality and purity, with higher concentrations of vitamin D supplements, such as the now-common 4,000 IU dosage, which was previously very scarce.

For Southern European and Mediterranean countries, the trend is for botanicals and natural ingredients, and we expect products that have proven stability to prosper here; consumers appreciate innovation with natural actives but expect this to be grounded in formulations that can guarantee higher doses.

Continent-wide, women’s health is another priority, with a strong emphasis on natural solutions that bridge the gender health gap, especially for conditions like menopause that have historically received limited attention.

As mentioned, hydration supplements are also expected to see rising sales, focusing on replenishing nutrients lost during sweating. Traditional sports drinks are often high in sugars and carbs, but a new wave of hydration supplements is offering a healthier alternative by replenishing lost electrolytes and salts.

As more people recognize the importance of electrolyte replacement, especially for recovery, hydration-focused nutraceuticals are expected to become more popular. These products promote faster recovery and better electrolyte balance compared to sugary drinks. In 2025, we anticipate significant innovation in this area, and we are already planning how to help brand owners meet the growing demand.

Conclusion

Overall in 2025, the European nutraceutical industry is set to experience transformative growth driven by innovation in hydration solutions and extra-strength gummies. These categories are predicted to be among the fastest-growing product segments over the next 12-18 months.

High-strength gummies, capable of delivering efficacious doses of ingredients like creatine, magnesium, iron, and omega-3s are redefining convenience and appeal. Making it easier for both active consumers and aging populations to meet their nutritional needs, supporting muscle preservation, energy production, and overall vitality.

About the Author: Sara Lesina is General Manager of Sirio Europe & Americas and CPHI Annual Report’s Nutraceuticals Expert.